Event saved
ABC Wine Festival
Event details
Attendees
Attendee profile
Visitor activity
Visitor spend
Government
Event budget
Media
Disruption
Non-user
Other
Satisfaction
Perception
Perceived value
Related files
Notes
Help

EVENT DETAILS

This page captures important information about the content and attributes of the event you're evaluating. Please ensure that all of the fields are completed.

ATTENDEE SEGMENTATION
This page allows you to define the different groups of people (segments) who will attend the event. The first step is to define and name your segments - these will flow through to tables in other sections. The second step is to classify each segment as either 'consumer' or 'business'. The final step (optional) is to provide a description of each segment, for your own reference.
Attendee segment Attendee category Description
ATTENDEE PROFILE
This page allows you to enter the number of event attendees, as well as providing information about the time and money committed to the event. You only need to input data into cells that are highlighted red.
RESULTS
Usual residence of event attendee Usual residence of event attendee
Host region Rest of host country Overseas TOTAL Host region Rest of host country Overseas TOTAL
Unique attendees
TOTAL
Average number of hours devoted to the event per host country resident Total person hours devoted to the event by host country residents
TOTAL
Average spend per attendee on event-related goods & services Spend on event-related goods & services
TOTAL $ $
Average spend per attendee on pre-event preparation Spend on pre-event preparation
TOTAL $ $
Notes
Unique attendees means counting each person only once, even if they interact with the event more than once. Refer to the crowd counting document in the resource library for ideas on dealing with repeat attendees.
Include time spent preparing/training for the event, attending the event, and travelling to/from the event.
Include all event-related spend EXCEPT tickets/entry fees (which are counted elsewhere) and intermediate purchases (for businesses). Include sales tax on consumer purchases, but exclude it from business purchases.
Include all money spent on event preparation prior to travelling to the event EXCEPT tickets/entry fees (which are counted elsewhere) and intermediate purchases (for businesses). Include sales tax on consumer purchases, but exclude it from business purchases.
VISITOR ACTIVITY
This page allows you to estimate the domestic and international visitor activity caused by the event. You only need to input data into cells that are highlighted red. Pre-event guidance on appropriate average nights spent assumptions can be found by clicking on the "Help" section in the side menu.
RESULTS RESULTS
Domestic visitors International visitors TOTAL Domestic visitors International visitors TOTAL Domestic visitors International visitors TOTAL
Share of visitors to the host region caused by the event Visitation caused by the event
TOTAL % % %
Share of visitors caused by the event that stay overnight in the host region Overnight visitation caused by the event Day visitation caused by the event
TOTAL % % %
Average nights spent in the host region per overnight visitor Visitor nights in the host region caused by the event
TOTAL
Average nights spent in the host country per international visitor International visitor nights in the host country caused by the event
TOTAL
Notes
Not all event attendees from outside the host region are attracted to the host region by the event. Use this table to define the percentage of domestic and international attendees that travel to the host region mainly for the event.
Not all visitors attracted to the host region by an event stay overnight. Use this table to define the percentage of event visitors caused by the event who stay at least one night in the host region.
Use this table to define the average number of nights each event overnight visitor stays in the host region.
Use this table to define the average number of nights each international event visitor stays in the host country (including the host region).
VISITOR SPEND
This page guides you through the process of estimating the visitor expenditure caused by the event. You only need to input data into cells that are highlighted red. Pre-event guidance on appropriate spend assumptions can be found by clicking on the "Help" section in the side menu.
RESULTS
Domestic visitors International visitors TOTAL Domestic visitors International visitors TOTAL
Average tourism spend in the host region per visitor night Spend in the host region by overnight visitors caused by the event
TOTAL $ $ $ $ $ $
Average tourism spend in the host region per day visitor Spend in the host region by day visitors caused by the event
TOTAL $ $ $ $ $ $
Non-tourism spend in the host region caused by the event Total visitor spend in the host region caused by the event
TOTAL $ $ $ $ $ $
Average tourism spend in the host country per international visitor night Total international tourism spend in the host country caused by the event
TOTAL $ $ $ $
Non-tourism spend in the host country by foreign entities Total international visitor spend in the host country caused by the event
TOTAL $ $ $ $
Notes
Use this table to define the average spend, inclusive of sales tax, by overnight visitors on traditional tourism goods & services e.g. accommodation, food & beverage, transport, entertainment, etc. Ticket purchases should be excluded to avoid double-counting (they are counted elsewhere).
Use this table to define the average spend, inclusive of sales tax, by days visitors on traditional tourism goods & services e.g. food & beverage, transport, entertainment, etc. Ticket purchases should be excluded to avoid double-counting (they are counted elsewhere).
Use this table to define spend, inclusive of sales tax, on big ticket items in the host region that would not be considered 'traditional tourism goods & services'. These are generally B2B expenses e.g. a new mast for a Volvo Ocean Race team, a gala dinner hosted by an international sporting federation.
Use this table to define the average spend, inclusive of sales tax, in the host country (including the host region) by international visitors on traditional tourism goods & services e.g. accommodation, food & beverage, transport, entertainment, etc. Ticket purchases should be excluded to avoid double-counting (they are counted elsewhere).
Use this table to define spend, inclusive of sales tax, on big ticket items in the host country (including the host region) by international visitors or entities that would not be considered 'traditional tourism goods & services'. These are generally B2B expenses e.g. a new mast for a Volvo Ocean Race team, a gala dinner hosted by an international sporting federation.
GOVERNMENT INVESTMENT
Use this page to record the value of local and central government resources committed to the event. This should include financial contributions as well as time and resource costs.
SOURCE OF FUNDS/SUPPORT
Typ of funding/support Local government Central government TOTAL
Direct sponsorship/funding $ $ $
Leverage $ $ $
Staff time and overheads $ $ $
Other government services $ $ $
Other $ $ $
TOTAL $ $ $
Notes
These amounts will be recorded as income in the event budget.
Include investment in all event-related leverage activities.
The value of government staff time and overheads committed to the event.
Include the cost of other government services committed to the event e.g. police, ambulance, etc.
Include any other government costs not included above.
EVENT BUDGET
This page needs to be populated using data from the event profit & loss statement. You need to provide information about where event income is sourced, and where it will be spent. Hovering on the ‘i’ beside each line item will help you with this process.
Source of event income
Host region Rest of host country Overseas TOTAL
Central government $ $ $
Local government $ $
Income from public attendees $ $ $ $
Income from business attendees $ $ $ $
Commercial sponsorship $ $ $ $
Other income $ $ $ $
Total event income $ $ $ $
Location of recipient
Host region Rest of host country Overseas TOTAL
Total event expenditure $ $ $ $
Share of event expenditure % % % %
Event profit $ $ $ $
Share of event profit % % % %
Notes
A percentage of central government investment will be counted as a cost to the host region, commensurate with the region’s share of national population.
100% of this investment will be counted as a cost to the host region. All local government investment should be included e.g. direct investment, internal staff time, leverage & legacy, facilitation.
We recommend taking guidance from the attendance profile to make this assignment e.g. if 50% of paying attendees are from the host region then assign 50% of attendance fees to the host region.
This assignment should be based on the geographic location of the businesses paying the attendance fees. In the case of national or global sponsors, base the assignment on the location of the main contact person for the sponsorship.
This assignment should be based on the geographic location of the commercial sponsors. In the case of national or global sponsors, base the assignment on the location of the main contact person for the sponsorship.
This assignment should be based on the geographic location of the income source. In the case of national or global sources, base the assignment on the location of the main contact person.
This assignment should be based on the geographic location of the suppliers. In the case of national or global suppliers, base the assignment on the location of the main contact person.
This assignment should be based on the geographic location of the event owner/beneficiary.
MEDIA COSTS & BENEFITS
Use this page to include media costs and benefits in your analysis. There is a basic EAV calculator in the resource library to assist with this if you haven't conducted your own media evaluation. This section is optional.
HOST REGION REST OF HOST COUNTRY
Description Cost to host region Benefit to host region Net benefit to host region Cost to rest of host country Benefit to rest of host country Net benefit to rest of host country
Media value $ $ $ $ $ $
DISRUPTION COSTS
Use this page to estimate the costs of event-related disruptions to "business as usual" activity. This section is optional.
HOST REGION REST OF HOST COUNTRY
Description Number of units impacted in host region Duration of impact (hours) Average cost of disruption per unit per hour Total cost of disruption to host region Number of units impacted in rest of host country Duration of impact (hours) Average cost of disruption per unit per hour Total cost of disruption to rest of host country
Traffic delays $ $ $ $
Public disturbance $ $ $ $
Loss of business profit $ $ $ $
TOTAL $ $ $ $
Notes
Includes common public disturbances such as noise, light, public disorder, etc.
The focus should be on lost profit, not lost revenue. Only count permanent losses to the host region - transfers to other days or other parts of the city should be excluded.
NON-USER BENEFITS
Use this page to estimate benefits accruing to people who didn't attend the event but gained value from it in other ways. This includes indirect user benefits (taking advantage of the atmosphere/vibrancy created by the event), and non-use benefits (option and existence values). This section is optional.
Host region Rest of host country Total
Population
Direct users
Indirect users
Non-users (value)
Non-users (no value)
TOTAL
Share of population
Direct users % % %
Indirect users % % %
Non-users (value) % % %
Non-users (no value) % % %
TOTAL % % %
Consumer/producer surplus per person
Direct users $ $ $
Indirect users $ $ $
Non-users (value) $ $ $
Non-users (no value) $ $ $
TOTAL $ $ $
Consumer/producer surplus
Direct users $ $ $
Indirect users $ $ $
Non-users (value) $ $ $
Non-users (no value) $ $ $
TOTAL $ $ $
Notes
Direct users are people who attend the event.
Indirect users are people who don't attend the event but gain value from it through the atmosphere/vibrancy/sense of occasion it creates.
Non-users (value) are people that are not direct or indirect users but nevertheless gain some form of value from the event e.g. option value, existence value, prestige value, liveability value etc.
Non-users (no value) are people who gain no actual or perceived value from the event.
OTHER COSTS & BENEFITS
Use this page to include any other relevant costs and benefits in your analysis. There are no calculators for other items at this stage, so estimates will need to be developed externally and then entered as values. This section is optional.
HOST REGION REST OF HOST COUNTRY
Description Cost to host region Benefit to host region Net benefit to host region Cost to rest of host country Benefit to rest of host country Net benefit to rest of host country
TOTAL $ $ $ $ $ $
SATISFACTION
Use this page to record information about the satisfaction of event attendees. We recommend using the pre-populated default values for pre-event evaluation, and overwriting the default values with actual values derived from market research for post-event evaluation. The survey questions you need to ask in a post-event survey are available in the resource library.
Satisfaction Likelihood of recommending the event to others
Score Level of satisfaction Satisfaction Score Likelihood of recommending Net promoter score
1 Very dissatisfied % 0-2 (detractors) Extremely unlikely to recommend %
2 Dissatisfied % 3-4 (detractors) %
3 Neutral % 5-6 (detractors) %
4 Satisfied % 7-8 (passives) %
5 Very satisfied % 9-10 (promoters) Extremely likely to recommend %
TOTAL % TOTAL %
Notes
How satisfied were you with your experience at <event>?
How likely would you be to recommend <event name> to other people? (scale of 0 (extremely unlikely) to 10 (extremely likely)). The values in this table are usd to calculate a Net Promoter Score (NPS) for the event.
PERCEPTION
Use this page to record information about the perceptions of event attendees. We recommend using the default values for pre-event evaluation, and overwriting the default values with actual values derived from market research for post-event evaluation. The survey questions you need to ask in a post-event survey are available in the resource library.
Liveability, pride, and visitor perceptions
Score Level of agreement Resident perception: pride Resident perception: liveability Visitor perception: live Visitor perception: visit Visitor perception: business
1 Strongly disagree % % % % %
2 Disagree % % % % %
3 Neutral % % % % %
4 Agree % % % % %
5 Strongly agree % % % % %
TOTAL % % % % %
Notes
Hosting events like <event> increases my pride in <host region>
Hosting events like <event> makes <host region> a more enjoyable place to live
My experience at <event> has improved my perception of <host region> as a place to live
My experience at <event> has improved my perception of <host region> as a place to visit
My experience at <event> has improved my perception of <host region> as a place to do business
PERCEIVED VALUE
Use this page to record information about the perceived value that attendees derive from the event. We recommend using the default values for pre-event evaluation, and overwriting the default values with actual values derived from market research for post-event evaluation. The survey questions you need to ask in a post-event survey are available in the resource library.
Perceived consumer value relative to cost
Score Level of value relative to cost Share of respondents
0 Very low value %
1 %
2 %
3 %
4 %
5 Fair value %
6 %
7 %
8 %
9 %
10 Very high value %
TOTAL %
How would you describe the value you gained from <event> relative to the time and money you committed to it?
CBA assumptions
Description Host region Host country
Host region and national population
GDP multiplier
Redistribution of public funds cost % %
Opportunity cost of consumer time $ $
Opportunity cost of business time $ $
Producer surplus applied to visitor consumption % %
Producer surplus applied to locally sourced event income spent in the host region through the event budget % %
Producer surplus applied to new money spent in the host region through the event budget % %
ROI applied to attendance fees paid by resident businesses % %
ROI applied to commercial sponsorship % %
ROI applied to other event income % %
ROI applied to business costs % %
Extremely high return % %
Notes
Based on population data from Stats NZ
From Treasury
Based on NZTA rate for leisure time
Based on NZTA rate for work time
MBIE
Assumed
Assumed
Assumed
MBIE
MBIE
ROI for someone who derives 'extremely high value' from event

RELATED FILES

Use this page to upload files that relate to this event.

NOTES

Use this page to record notes about this event.

HOW TO USE EVENT ECONOMICS

These notes provide important information about how to use Event Economics. The length of stay and expenditure guidance is indicative only, so should only be used when better estimates do not exist.

How do I input data into Event Economics?
  • Complete the sections in the menu on the left in descending order (top to bottom).
  • You only need to input data into cells that are highlighted red. All non-red cells are either optional or not required.
  • For pre-event evaluations, the data you enter will be based on educated guesses.
  • For post-event evaluations, the data you enter should be based on post-event research.
  • There are notes on each page to assist you.
How do I estimate average nights spent in the host region per overnight visitor?
  • This is different for each event and each attendee segment.
  • This can be a major source of error, so choose your estimates carefully.
  • Make sure you're estimating the average for each attendee segment, not the maximum.
  • Participants in the event (e.g. athletes, performers) will generally stay for at least the duration of the event.
  • For a one day/night event (e.g. concert, stage show) spectators will generally stay 1-2 nights (usually a Friday and/or Saturday).
  • For a multi-day event (e.g. sports tournament, consumer show) spectators will generally stay a maximum of 2 nights (usually a Friday and Saturday).
How do I estimate average tourism spend in the host region per visitor night?
  • This is different for each event and each attendee segment.
  • This can be a major source of error, so choose your estimates carefully.
  • Make sure you're estimating the average for each attendee segment, not the maximum.
  • Not everyone stays in commercial accommodation (sometimes the majority), and those that do often share with others.
  • Here are some rough guidelines based on previous events:
$50-100/night Events where facilities and costs are shared e.g. school trips, amateur team-based events (primarily domestic visitors)
$100-150/nightEvents where some facilities or costs are shared, attendees are travelling on a tight budget, or there aren't many opportunities to spend
$150-200/nightTypical range for a domestic overnight visitor
$200-250/nightTypical range for an international overnight visitor
$250-350/nightTypical range for segments that primarily use commercial accommodation and eat in restaurants e.g. business event attendees
$350+/nightHigh-income visitors